WEDNESDAY, NOVEMBER 12

THURSDAY, NOVEMBER 13

7:15-8:30 am	Registration
8:30-9:45 am	General Session Welcome and introduction to the conference Keynote presentation: Title and Description coming soon! Presented by Justin Elbert, Executive Director of Communications, Klein ISD, Klein, Texas
9:45-10:15 am	Resource Fair / Break Visit with our WSPRA business partners and complete your vendor passport Check email in the Central Perk Lounge
10:15-11:15 am	Breakout Session #1 – *See list of breakout sessions below. Specific times will be finalized soon.
11:15-11:45 am	Resource Fair / Break Visit with our WSPRA business partners and complete your vendor passport Check email in the Central Perk Lounge
11:45 am-1:00 pm	Spectrum Awards Luncheon (included with registration), sponsored by
1:00-1:30 pm	Resource Fair / Break Visit with our WSPRA business partners and complete your vendor passport Check email in the Central Perk Lounge
1:30-2:00 pm	Breakout Session #2 – *See list of breakout sessions below. Specific times will be finalized soon.
2:00-3:00 pm	Resource Fair / Break Visit with our WSPRA business partners and complete your vendor passport Check email in the Central Perk Lounge
3:00-4:00 pm	Breakout Session #3 – *See list of breakout sessions below. Specific times will be finalized soon.
4:00-7:00 pm	Dinner on your own NEW! Some of our business partners will be hosting dinner for those who may not have other plans. Watch for more information and a sign up form.
7:00-10:00 pm	Networking Reception: Activity/Entertainment TBD, sponsored by    and   Network with conference attendees and business partners. Complimentary appetizers and desserts will be provided. Cash bar, with complimentary drink ticket

FRIDAY, NOVEMBER 14 (half day)

*BREAKOUT SESSIONS: Choose three hour-long sessions throughout the day - four topics to choose from for each session
We are continuing to collect session titles and descriptions from presenters.

• ABCD's of Marketing: Advertising, Branding, Communication, & Design for School Districts
  ABCD's of Marketing: Advertising (paid and earned media buys), Branding (Set a consistent brand and build a logo asset vault), Communication (plain English and eye bites/sound bites) in materials, & Design (good design) for School Districts. Presenter: Molly Quirk, Design + Marketing Coordinator, Milwaukee Public Schools
• AI
  Presenter: Justin Elbert, Executive Director of Communications, Klein ISD, Klein, Texas
• Crisis Communications
• Mastering Media Relations: Navigating Local News to Tell Your Story on Your Terms: When school PR pros need to “P-I-V-O-T’ and work with reporters to tell stories under tight deadlines
  In today’s world of fast-paced news coverage, school PR professionals should be equipped to build strong, strategic relationships with reporters. This session will provide practical tools and behind the scenes media insights to help you navigate inquiries, shape compelling stories, ensure accuracy and respond to both routine and high-stakes coverage with confidence. Presenters: Nicole Koglin, Director of Communications, Hamilton School District; and Kitty Goyette, Communications Director, Greendale Schools
• My Big, Fat District Video: A Guide to Video Creation (Big & Small) for Every Budget
  In this session, you'll learn the process, from storyboarding to execution, for video creation - big or small. Whether you're on-the-go or you've got a day to sit with Premiere Pro, we'll give you some software suggestions and tiered equipment lists for all kinds of situations, and what you'll need to capture each time you film.
  Presenters: Eric Hagen, Communications Specialist and Erin Kokta, Communications Specialist, Elmbrook Schools
• One Person Communications Shop
  Our Communications roles demand a lot!  Marketing. Publications. Design. Writing. Photo/Video.  With each of those comes the need for being on your game with the tools, applications, and technology at your disposal so you can “do it all.”  This session will share ideas, tips, strategies and suggestions for various workflows that may be part of your (many times) “one-person” role.  We will not only talk broadly about the things to think about when using these tools, but we will also get into some applications, tips, strategies and how-to’s for managing your technology and applications.  Plan to learn some tips using your browser (Chrome), Google Drive, GMail, Mobile Apps and more! [Disclaimer: The presenter should note he’s secretly leading this session to also pick brains of everyone else to find new and better ideas so bring ideas to share too!]
  Presenter: Chad Kafka, District Communications Specialist, Franklin Public Schools
• Partners in Comms: A Seat at the Table
  New research reveals that districts with cabinet-level communicators experience increased community engagement and enhanced potential for strategic long-term impact. Discover how a school communicator’s “presence at the table” fosters collaboration and transparency, builds cohesive messaging, and enables a district to more effectively pursue its mission and goals.
  Presenters: Brett Rasmussen, Business Development Representative - Apptegy; Stacy Tapp, Chief of Communication & Community Engagement, Racine Unified School District
• Passing the Friday Night Fish Fry Test: Practical Referendum Communication to Reach all Voters
  Advice about discussing a referendum with your taxpayers is usually vague and haphazard: “know your community,” “communicate,” “have open-houses.” All of this is obvious, and none of it is helpful. This session avoids these truisms and showcases Westfield’s efforts to communicate—not campaign—for both capital and operational referendums, including pipes, placemats, and table tents. Participants will also gain a deeper understanding of the principles behind effective communication about complex topics, such as state aid formulas, revenue limits, bonds, and building infrastructure. If it's not the way people talk at a Friday fish fry, it's not the way you should communicate with your residents and voters.
  Presenters: Rob DeMeuse, Vice President of Research (School Perceptions);  Michelle Johnson, District Administrator (School District of Westfield); Erika Freeman, Director of Education Market Client Services (Findorff); Scott Girard, Project Manager (School Perceptions)
• Protecting Your Brand: Reputation Management in Public Schools
  This session will explore the critical importance of brand protection and reputation management in public schools, where trust, transparency, and credibility are essential to community support. Participants will learn how proactive communication strategies, rapid response protocols, and consistent messaging can shape public perception and maintain confidence—especially during moments of crisis or controversy. We'll discuss how to monitor and respond to misinformation, build internal alignment among staff, and cultivate a strong, values-driven identity that reflects the district's mission. Through real-world examples and practical tools, attendees will leave with strategies to safeguard their district’s reputation and strengthen community trust.
  Presenters: Patti Lux-Milsna,  Director of Communications and Engagement, and Adam Mumm,  Multimedia & Website Strategist, Sun Prairie Area School District
• Under the Dome with Dee
  Join Dee Pettack, SAA Executive Director, for an inside look at the state budget and what lies ahead in the remainder of the 2025–27 Legislative Session. Bringing two decades of education policy experience from in and around the State Capitol, Dee will unpack the challenging policy and community conversations that school districts across Wisconsin must continue to navigate in today’s uncertain political climate. Don’t miss this must-attend session covering an array of topics from “under the dome” with Dee!
  Presenter: Dee Pettack, Executive Director, WSAA 
• Turning Followers into Fans
  Discover how to transform your school/district social media presence by building authentic engagement that turns casual scrollers into passionate advocates. (.gif enthusiasts welcome!)
  Presenter: David Olson,  Creative Communication Specialist, Racine Unified School District
• Will Your District's Website Meet ADA Requirements by April 2026? If You Are Not Sure, This Session is for You!
  When the Green Bay Area Public School District faced an Office of Civil Rights complaint related to its website accessibility, the district took action to ensure its online presence was inclusive and welcoming for all. This session highlights Green Bay’s journey to launch a fully ADA-compliant website that also provided a fresh and exciting representation of the school district. Attendees will learn what’s required for all state and local government websites to meet ADA compliance by April 2026, and explore practical tools and resources, including options leveraged by the Green Bay team, that can help school communicators move toward compliance with confidence.
  Presenters: Lori Blakeslee, Director of Communications & Public Relations, Green Bay Area Public School District; Justine Braun, Communications Specialist, GBAPS; Mary Ellen Rowe, Education Sales Consultant, Finalsite

Thank you to the 2025 WSPRA Fall Conference planning committee members:

• Dawn Brauner
• Maria Campbell
• Nathan Chow
• Emily DeBaker
• Joelle Doye
• Holly Ekola
• Courtney Krueger
• Jonalee Kuhn
• Marcie Pfeifer-Soderbloom

PREVIOUS CONFERENCES

2024 Fall Conference
November 13-15, 2024
Glacier Canyon/Wilderness Resort, Wisconsin Dells, WI

2023 Fall Conference
November 6-8, 2023
Heidel House Resort & Conference Center, Green Lake, WI

2022 Fall Conference
November 16-18, 2022
Osthoff Resort, Elkhart Lake, WI